MAKNA HOROR DALAM IKLAN BURGER BROSS EDISI HALLOWEEN TAHUN 2021

RIZKIANA, FEBY RAHMA (2023) MAKNA HOROR DALAM IKLAN BURGER BROSS EDISI HALLOWEEN TAHUN 2021. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Advertising is the easiest and most affordable way to promote a product. Using advertisements related to certain moments has been found a lot and is a common thing to use. Burger Bros, which is a new company in the field of food and beverage, innovates in its advertising, using a horror theme in the 2021 Halloween edition. Burger Bros uses billboards as its advertising media which are spread around Jakarta. The researcher used the semiotic (meaning) method as a data analysis technique in the Hallowen 2021 Burger Bros advertisement. The researcher analyzed according to Charles Sanders Peirce's semiotic theory, namely Peirce's triangle of meaning or semiotic triangle. The unit of analysis in this study are images, colors, copywriting and typography in Burger Bros advertisements. The researcher sees that there is a horror meaning behind the Burger Bros advertisement. Advertisements that are different from other food advertisements are in the public spotlight and raise many perspectives. The combination of foreign cultures (Hallowen) is united with Indonesian culture which is still thick with horror things. Keywords: Semiotics, Horror, Drawing, Color, Copywriting, Typography. Iklan merupakan sarana paling mudah dan terjangkau untuk mempromosikan produk. Menggunakan iklan yang berhubungan dengan moment tertentu telah banyak dijumpai dan menjadi hal yg lumrah digunakan. Burger bros yang merupakan perusahaan baru di bidang food and baverage berinovasi dalam pengiklanannya, dengan menggunakan tema horor dalam edisi halloween tahun 2021. Burger bros menggunakan billboard sebagai media periklanannya yang tersebar disekitar jakarta. Peneliti menggunakan metode semiotika (pemaknaan) sebagai teknik analisis data pada iklan Burger Bros edisi Hallowen 2021. Peneliti menganalis sesuai dengan teori semiotika Charles Sanders Peirce yaitu segitiga makna atau segitiga semiotic Peirce. Unit analisis dalam penelitian ini berupa gambar, warna, copywriting dan tipografi dalam iklan Burger Bros. Peneliti melihat adanya makna horor dibalik iklan Burger Bros. Iklan yang berbeda dengan iklan makanan lainnya menjadi sorotan masyarakat dan menimbulkan banyak perspektif. Perpaduan budaya luar (Hallowen) disatukan dengan budaya Indonesia yang masih kental dengan hal hal horornya. Kata Kunci: Semiotika, Horor, Gambar, Warna, Copywriting, Tipografi.

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 23 010
Call Number: SK/43/23/022
NIM/NIDN Creators: 44319010052
Uncontrolled Keywords: Semiotika, Horor, Gambar, Warna, Copywriting, Tipografi.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: MILA RISKA
Date Deposited: 05 May 2023 08:49
Last Modified: 05 May 2023 08:49
URI: http://repository.mercubuana.ac.id/id/eprint/75589

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